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The C.R.M. Pocketbook (The Pocketbook) [Paperback]

David Alexander
5.0 out of 5 stars  See all reviews (10 customer reviews)

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Book Description

20 Oct 2001 The Pocketbook
Meeting the right customers' needs profitably is busnesses' biggest challenge. With customer choice wider now that it has ever been, not least because of the emergence of the World Wide Web and other new technologies, competition is fiercer and pressure on margins greater than ever. The need to build long-term customer relationships that are profitable is paramount. Customer relationship management (CRM) seeks to organise a business around its customers. This book describes customer relationship management and explains why businesses are employing it. This book describes customer relationship management and explains why businesses are embracing it. It looks at the increasingly complex nature of customer-supplier relationships and demonstrates how to calculate customer life-time values. Subsequent chapters deal with relationship marketing, technology and business processes in support of CRM, CRM in a business-to-business environment, and the implementation of CRM. It concludes with 10 top tips.

Frequently Bought Together

The C.R.M. Pocketbook (The Pocketbook) + CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers
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Product details

  • Paperback: 128 pages
  • Publisher: Management Pocketbooks (20 Oct 2001)
  • Language: English
  • ISBN-10: 1870471970
  • ISBN-13: 978-1870471978
  • Product Dimensions: 14.8 x 0.7 x 10.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Bestsellers Rank: 384,878 in Books (See Top 100 in Books)

Product Description


"Brilliant and inspiring even for an organization that has focused on building long-term profitable customer relationships, this book sets the context for the next millennium." -- Mike Norris, CEO, Computercenter pic

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Customer Reviews

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Most Helpful Customer Reviews
40 of 41 people found the following review helpful
5.0 out of 5 stars Intensive packed with real information 28 Jan 2002
By A Customer
I work as a consultant in the CRM space and read every book on the subject. Most unfortunately are either rehashes of technology methodology and change management or focus just on one to one marketing without the full business perspective.
This book, however, breaks the mould. It is designed as a pocket book, with each page making a significant point on CRM supported with key bullet points. I get the feeling the authors could have written a 1000 page manual, but decided to condense their knowledge for maximum effect, into a book that can be read in a couple of hours.
If you are involved in CRM, carry this book with you. Generally, if you have an issue, you'll find it addressed in here and it won't take you an age to find it
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22 of 23 people found the following review helpful
5.0 out of 5 stars Simple 5 Nov 2001
By A Customer
Last week I attended an internal CRM training session. This book was given out as part of the handouts. I never write book reviews, but felt inclined to on this one. I have been continually confused by CRM and wasted numerous time in internal meetings. If I'd have had it before, this book would have saved an awful lot of management time. It provides a complete context for CRM, shows the differences between busines to business and consumer organisations and has real practical planning and implementation templates. Thankyou.
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6 of 6 people found the following review helpful
Interesting convenient format, easy to read and carry about the office. There certainly is a ton of information hidden between the pages. CRM is not my speciality but the gave me real insights into how companies will operate in the future. I can't stress enough that the format was so easy to use I would recommend it to any of my clooeagues in telemarketing, call centres and customer services.
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14 of 15 people found the following review helpful
5.0 out of 5 stars Refreshing change 2 Nov 2001
By A Customer
At last, a book that clearly defines what Customer Relationship Management is and why it is here to stay. A refreshing change from the constant garbage that is spouted on the subject. Turner and Alexander clearly know their subject and have produced a rarity: A book that will be understood, read and used by all parts of an organisation whether in Marketing, HR, Finance,Sales or IT.
The CRM Management Pocketbook clearly demonstrates that CRM is a business responsibility and is crammed full of usefull information. It outlines different business models for Business to Business and Business to Consumer CRM and overviews a number of practical CRM planning tools from auditing through to claculating customer value.
Interesting and for the first time it addresses an area that has been sadly lacking in the whole CRM debate. That of the city and investor relations and how a CRM strategy not only has to be endorsed at CEO level it also has to be understood and bought into by the city and investors.
The content is crisp and concise and will provide an invaluable aid for everyone involved in the CRM arena
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23 of 25 people found the following review helpful
I am a university lecturer in business studies in Barcelona and have long been looking for a book like this. It is straight forward and easy to understand and I shall be recommmending it to my students as a first step in customer relationship management. Our market is begining to take on CRM theories and this pocketbook provides an strong framework with plenty of diagrams and is ideal for bi-lingual poeple learning about this area of business.
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